CAMPAIGN: Saatchi helps turn the silver screen Orange

Read on to find out how M&C Saatchi peeled back Orange's key customer base as they prepared to roll out the red carpet at this year's British Academy Awards.

Campaign: Orange headline sponsorship of the BAFTAs
Client: Orange
PR team: M&C Saatchi Sport & Entertainment
Timescale: Sept 2006 – Feb 2007
Budget: Undisclosed

Orange has been a sponsor of the British Academy Film Awards for the last ten years. To promote the link between the firm and this major movie industry event, M&C Saatchi Sport & Entertainment, retained since 2004, was briefed to target Orange’s key customer base of young adults this year.

OBJECTIVES
To broaden the appeal of the BAFTAs and the awareness of Orange’s involvement with the 2007 event among 16 to 34-year-olds. To increase the use of Orange services, including its website orange.co.uk and multimedia service Orange World.

STRATEGY AND PLAN
M&C Saatchi’s focus was to promote a number of PR initiatives aimed at young adults. These included the Orange Rising Star Award for new talent in the movie industry and a ‘Waparazzi’ competition, in which members of the public were urged to send in mobile phone images of celebrities and compete for the chance to attend the BAFTA ceremony. Also being promoted was a newly created young filmmakers competition, called ‘60 Seconds of Fame’.

The Orange Rising Star competition involved film experts selecting a shortlist of nominees that was then put to the public vote. M&C Saatchi boosted media interest by involving editors and journalists in the process.

Writers from The Mirror, The Times and film magazine Empire were offered jury places as well as tickets to the BAFTA ceremony. Jury sessions were also filmed and photographed to ­encourage further print and broadcast coverage and nominees were ­announced at a press briefing hosted by James McAvoy, star of 2006’s winning movie The Last King of Scotland.

PR activity surrounding the 60 Seconds of Fame competition included recruiting well-known film makers Ken Russell, Martha Fiennes and Julia Jason to make their own 60-second film. A press launch hosted by Mark Kermode was held at the Curzon Cinema on Shaftesbury Avenue.

A different tack was used for the Waparazzi competition involving celeb and picture-heavy tabloid the Daily Star. Broadcaster Myleene Klass hosted a live internet broadcast on orange.co.uk from the red carpet at the event.

MEASUREMENT AND EVALUATION
According to research by Metrica, there were 839 pieces of coverage of Orange’s involvement with the ­BAFTAs. These included 71 national print stories such as The Independent’s coverage of the Orange Rising Star Awards nominees and The Guardian’s interview with 2007 winner Eva Green. Other national print media items included the Daily Star’s coverage of Myleene Klass’s red carpet programme on its gossip pages. In addition there were 61 regional print stories as well as 114 radio, 460 TV and 107 online items.

RESULTS
Coverage of the Orange Rising Star competition was two and half times that of the previous year and public voting was up by 40 per cent. Daily Mirror film editor David ­Edwards, one of the journalists who was recruited to sit on the Orange ­Rising Star jury, said: ‘It was nice to be part of the BAFTAs and I found M&C Saatchi really good and easy to deal with.’

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